| Public Service Commercials |
| Awards |
|
 |
| Client |
|
Skymet Weather Services Private Limited |
| Brand |
|
www.skymetweather.com |
| Agency |
|
R K Swamy BBDO PRIVATE LIMITED |
|
|
|
| Cultural Context |
|
In India, over 58% of rural households depend on agriculture. Since farmers are unaware about the availability of free & accurate weather forecast, often, the crop gets destroyed due to unforeseen weather changes pushing them into the dungeons of debt & poverty. Since 1995, nearly 300,000 farmers have ended their lives. But, sadly, a farmer’s hardship goes unspoken, unheard and unaddressed. |
| Solution |
|
Most of the farmers in India aren’t well-educated or technologically-abled so they can’t help themselves. So, we gave the campaign such an emotional potency that people start seeing helping farmers as their own responsibility. Released with #HelpTheFarmer as a rallying cry, the centerpiece of the campaign was a film about a farmer’s daughter living in constant fear of losing her father. |
| Audience |
|
Netizens of India, with the final beneficiary being the farmers. |
